The Demand Distribution curve illustrates how a TV show’s popularity compares to the demand benchmark, which is a measure of the average demand across all titles. The curve is divided into performance buckets, ranging from “Below Average” to “Exceptional”. A show falls into one of these performance buckets depending on how many times more or less demand it has compared to the demand benchmark.
The show’s performance is market-specific, e.g. the same show can be in the “Average” range in the United States and in the “Good” range in France.
As an example, if a show has 9 times more demand than the demand benchmark, it falls in the “Outstanding” performance range; only 2.7% of all shows in the market reach this high level of demand.
As an entertainment executive, what you need to know is that demand data can provide you with valuable insights that can inform your content, acquisition, distribution and programming decisions. Tehran's example in February 2024 demonstrates how demand data can be used to make better-informed decisions. Here are some key insights and questions that demand data can help you answer:
1. Content Valuation: Tehran's demand data offers an economic valuation of the series. You can determine how much the content is worth to any platform in a particular region. As an executive, you can use this information to understand how much to spend on content, estimate the value of exclusivity, cannibalization of audiences if a title is available on multiple services, the baseline value of a title, and how a series drives engagement across the rest of the catalog.
2. Understanding audience tastes and preferences: Tehran had an audience demand that was 2.6 times higher than the average show in India over the last 30 days. It's important to understand which genres are resonating most with your audience and which shows are popular within that genre. Tehran ranks at the 97.0th percentile in the drama genre in India, which means it has higher demand than 97.0% of all drama titles in India. You can use this data to uncover taste clusters, which will help you tailor content to the audience's preferences.
3. Identifying shows to acquire for a platform: Include shows that viewers who like Tehran watch. This information can be used to identify shows with opportunities to acquire or produce. Tehran's fans like "Jeopardy!", "Real Time With Bill Maher", "Ask This Old House", and others.
4. Subscriber Acquisition and Retention: Tehran's audience demand increased by 30.6% in India. This information can be used to identify which titles should be bought to keep your current audience happy or to attract new audiences to your SVOD service. Additionally, Tehran is a good example of a show with spin-off potential (franchisability) and a solid reach (a wide group of people), making it an ideal show to acquire for any platform's library.
5. Competitive Benchmarking: Tehran's demand data can also be used to identify how the show is performing in comparison to other titles available on the market. You can use this information to compare your content against other titles and inform content decisions.
In conclusion, Tehran's demand data can inform entertainment executives' content decisions, acquisition, distribution and programming strategies in a number of ways. Whether your aim is to increase subscribership, value a title, or benchmark against competitors, aggregated and analyzed demand data is a powerful tool to provide vital insights.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in India as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Drama genre and assess the strengths and weakness of the competition’s content e.g. Kan 11, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for India. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Tehran (טהרן).
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Drama. Using audience demand data, explore markets such as India to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Tehran (טהרן) from partners like Kan 11.
Studios in India are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Drama) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Tehran (טהרן)? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as India, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Kan 11 to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in India. Contact us now to leverage a return-focused selection criteria for title acquisition from Kan 11 by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Tehran (טהרן). Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as Kan 11 to fortify your competitive position in India. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Tehran (טהרן)), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Kan 11 by incorporating country-specific trend and market demand factors for all markets including India. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Tehran (טהרן), including those that have not even been released. Appeal to your target markets, including India, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Kan 11‘s Tehran (טהרן) is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Parrot Analytics is the leading global content demand analytics company for the multi-platform business of television. With the world’s largest TV audience demand dataset, the company currently tracks more than 1.5B daily expressions of demand in 100 languages, not only in India, but also in 100+ other markets around the world to reveal the television content that consumers watch (viewership) and give their attention to the most.
Parrot Analytics' television demand data highlights the global TV content monetization opportunities for Kan 11 and thousands of TV studios, linear networks, broadcasters, pay TV providers and OTT / SVOD platforms.
Unlike TV ratings, our DemandRank TV rating system ensures that important demand signals are weighted more heavily than others: The more consumer effort required; the more importance is attached to each signal. Once all the signals are weighted and combined, the audience demand for Tehran (טהרן), for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 28, 2024, 8:43 p.m. PST using demand data from Parrot Analytics for Tehran (טהרן) in India. We provide our partners with valuable television industry analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.